How Westjet and Blue Santa pulled off a day of mini miracles

Santa slips quietly down the empty street and pauses in front of one of the squat houses. He pauses.

“We ready to do this?” he asks, shattering the silent night on a residential road in Truro, Nova Scotia.

“That’s not the house,” comes a response.

Chuckles float up from the throng of WestJet staff, media and film crew members surrounding the bearded man dressed in an unconventional blue Santa suit.

The house, which WestJet’s so-called Blue Santa is set to visit, is actually across the street and a few doors down, with light from its living room splintering the pre-dawn darkness.

Inside, the Gould family — mother Rene, daughter Erin, 17, and son Taryn, 15 — are about to receive one of a cascade of “mini miracles” that will be handed out in a 24-hour period in each of the markets WestJet flies. But first, cameras get in position to capture the moment.

WestJet’s Blue Santa got a welcome from members of the Gould Family, from left, Taryn Gould, Rene Gould and Erin Gould in Truro, NS on Dec. 9, 2015 as he delivered a wish of an all-expenses trip to Walt Disney World in Orlando for 10 days.Colleen De Neve /
Calgary Herald

It’s all part of what has become an annual tradition for the airline: spreading goodwill and filming the results for an online video. Its 2013 video of passengers sharing their wish list with Santa and finding presents for themselves sliding down the baggage carousel a few hours later has garnered nearly 43 million views on YouTube.

For the 2015 campaign, the plan was to perform, at minimum, 12,000 mini miracles — one for each airline employee.

As the day of mini miracles starts, Santa reveals exciting news to the Gould family.

A 10-day, all-expenses trip to Walt Disney World is given to the family still reeling from the death of patriarch Leo, who died of cancer-related pneumonia in October.

They had hoped surgery and chemotherapy would give him another five to 10 years.

WestJet’s Blue Santa got a hug from members of the Gould Family, from left, Erin Gould, Rene Gould and Taryn Gould in Truro, NS on Dec. 9, 2015 after Blue Santa delivered a wish of an all-expenses trip to Walt Disney World in Orlando for 10 days.Colleen De Neve /
Calgary Herald

Homemade cookie in hand and waving goodbye, Blue Santa slips into the dark and to an awaiting shuttle to head to a 737-700 jet in Halifax.

He has a long day ahead.

While Studio M crews film WestJet employees handing out flight vouchers and gifts in various cities, the man in blue will spend 24 hours flying coast to coast to perform a few miracles.

From Halifax, the plane stitches its way across the fabric of Canada’s landscape, over ragged coastlines, blankets of woods, the quilt of prairie fields, the blank expanse of the north and the spiny backs of mountains, touching down in Toronto, Calgary, Yellowknife and Vancouver.

WestJet’s Blue Santa made his way through the Pearson International Airport in Toronto, ON. where he made a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve /
Calgary Herald

The airline wanted to embrace a more grassroots approach to the campaign, echoing their employees’ desire to participate, explains Corey Evans, manager of experiential marketing.

In the summer, they were unsure they even wanted to do another video, he says. But staff kept asking what the plan was.

There has been an evolution in good-cause marketing, Evans notes.

“People like to hear those stories,” but WestJet doesn’t do it merely for the attention, he says. “It’s more heartfelt than that. Our employees really get behind doing it.”

WestJet's Blue Santa took his seat after he loaded his sack onto the plane as he boarded it to fly from Halifax to Toronto for his next stop on Dec. 9, 2015. Colleen De Neve/Calgary Herald

WestJet's Blue Santa got a welcome from members of the Gould Family, from left, Taryn Gould, Rene Gould and Erin Gould in Truro, NS on Dec. 9, 2015 as he delivered a wish of an all expenses trip to Walt Disney World in Orlando for 10 days. Colleen De Neve/Calgary Herald

WestJet's Blue Santa sat back to enjoy some milk and cookies while watching some Christmas movies during his Toronto bound flight from Halifax on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve/Calgary Herald

WestJet's Blue Santa gave three-year-old Moira Knezic a tree ornament while he made a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve/Calgary Herald

Toronto's Tom Knezic reacted after WestJet's Blue Santa awarded his family with a free trip anywhere WestJet flies during a visit to the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

WestJet's Blue Santa looked through the telescope to get a good look at the Toronto, ON. area while visiting the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

WestJet's Blue Santa made a whistle stop in Toronto, ON. where he made a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve/Calgary Herald

WestJet's Blue Santa got the opportunity to take a look in the cockpit of an UPTrain in Toronto, ON. following a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

WestJet's Blue Santa struck a pose with former Great Big Sea lead singer Alan Doyle who he ran into on the UPTrain heading into downtown Toronto on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve/Calgary Herald

WestJet's Blue Santa made his way through the Pearson International Airport in Toronto, ON. where he made a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

WestJet's Blue Santa made his way through the crowd at Pearson International Airport during a quick stop in Toronto following a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

WestJet's Blue Santa took a selfie with Hamilton's Kinski Shabilla, left, and her mother Viksera after Blue Santa took them on a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day. Colleen De Neve/Calgary Herald

Laureen Bryant, after winning a free flight from WestJet today as part of WestJet's day of mini miracles.Crystal Schick/Calgary Herald

Laureen Bryant, centre, gets a group hug from WestJetters after winning the WestJet coin toss free flight competition on Stephen Ave in Calgary, on Dec. 9, 2015. This was part of WestJet's day of mini miracles and ended with Bryant winning a flight for two anywhere WestJet flies. Crystal Schick/Calgary Herald

WestJet's Blue Santa sat with five-year-old Daniel Studney after arriving in Yellowknife, NT on December 9, 2015 as he made his way across the country for WestJets Mini Miracle Day. He started the morning in Halifax and finished in Vancouver with stops in Toronto and Yellowknife. At the airport, Blue Santa gave Studney's family a trip anywhere Westjet flies.Colleen De Neve/Calgary Herald

WestJet's Blue Santa stopped to do a periscope session as he took a side excursion to do a little dog sledding prior to making a special present drop off of new toys, food, treats, beds and toys for the dogs at Beck's Sled Dog Kennels & Tours in Yellowknife, NT on Dec. 9, 2015 as he made his way across the country for WestJet's Mini Miracle Day. He started the morning in Halifax and finished in Vancouver with stops in Toronto and Yellowknife. Colleen De Neve/Calgary Herald

WestJet's Blue Santa took a side excursion to do a little dog sledding.Colleen De Neve/Calgary Herald

WestJet's Blue Santa took a side excursion to do a little dog sledding in Yellowknife.Colleen De Neve/Calgary Herald

WestJet's Blue Santa took a side excursion to do a little dog sledding with Beck's Kennels employee Kaylee Youngdahl in Yellowknife, NT on Dec. 9, 2015 prior to making a special present drop off of new toys, food, treats and beds for the dogs at Beck's Sled Dog Kennels & Tours. Colleen De Neve/Calgary Herald

Cancer patient Addison Kivilahti, 4, took a closer look at the present she was brought by WestJet's Blue Santa as made his final mini miracle WestJet Christmas stop at the Ronald House British Columbia in Vancouver on Dec. 9, 2015.Colleen De Neve/Calgary Herald

WestJet's Blue Santa said hello to dad Travis Turley and his five-month-old son Abel as he made his final mini miracle WestJet Christmas stop at the Ronald House British Columbia in Vancouver on Dec. 9, 2015. Colleen De Neve/Calgary Herald

WestJet's Blue Santa sat in a party bus limo after he made the final mini miracle WestJet Christmas stop at the Ronald House British Columbia in Vancouver on Dec. 9, 2015. Colleen De Neve/Calgary Herald

As Blue Santa goes from city to city, a blog chronicles the good deeds being done elsewhere. Donations are made to homeless shelters and food banks, while people buy others coffee, pick up litter and give toys to foster puppies. Someone even purchases a beer fridge for a fire station.

Landing at Toronto’s Pearson International Airport, Santa starts the trickiest leg of his trip, with a tight turnaround.

But there is an unpredictability that comes from a day like this, and the WestJet team has to roll with it. Fortuitous timing leads to unexpected delights, such as bumping into Great Big Sea lead singer Alan Doyle.

“I’m a big fan,” he says to Santa as he and the crew ride an express train to the downtown. After a few pictures, he goes back to his seat, only to return minutes later.

“What do we do about this naughty list?” he asks, offering Santa a $30 bribe.

WestJet’s Blue Santa struck a pose with former Great Big Sea lead singer Alan Doyle who he ran into on the UPTrain heading into downtown Toronto on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve /
Calgary Herald

At the CN Tower, a young couple visiting from Niagara find themselves riding up to the viewing deck with Santa. At the top, they’re further shocked when he hands them two vouchers to fly anywhere WestJet does.

On a lower level, five-year-old Hamish Knezic is invited to see if there is anything hiding in Santa’s sack. His parents exchange astonished looks when Santa tells them they are being given two tickets to travel anywhere with WestJet.

Hamish’s mom, Christine Lolley, says they’d likely use the flights to visit her brother in Vancouver, before pausing.

“Do they really fly to Hawaii?” she wonders aloud.

They do.

WestJet’s Blue Santa gave three-year-old Moira Knezic a tree ornament while he made a trip up the CN Tower on Dec. 9, 2015 during the 12,000 Mini Miracle day.Colleen De Neve /
Calgary Herald

The prolonged visit to the tower and a missed train throw a wrench in the plans for the next stop: Stephen Avenue in Calgary. Santa needs to get back on schedule so that the final stop at Ronald McDonald House in Vancouver isn’t pushed well past the kids’ bed time.

While WestJet staff spread mini miracles in Calgary, Santa’s plane touches down in yyc only to swap out the crew and refuel.

Arriving in Yellowknife, wind-whipped snow swirls around Santa, whose blue suit is now highlighted with glowing blue lights. The cacophony from the sled dogs at Beck’s Sled Dog Kennels and Tours is nearly deafening before Santa slides off into the night.

Following a hushed trip on a nearby lake, he hands over dog treats. On the way back to the plane, he stops at the local SPCA, cuddling with puppies and donating treats, food, toys and beds.

WestJet’s Blue Santa took a side excursion to do a little dog sledding with Beck’s Kennels employee Kaylee Youngdahl in Yellowknife, NT on Dec. 9, 2015 prior to making a special present drop off of new toys, food, treats and beds for the dogs at Beck’s Sled Dog Kennels & Tours.Colleen De Neve /
Calgary Herald

Now nearing Vancouver and the end of the journey, Santa’s spirits are high, even if energy is flagging.

The shuttle bus in Vancouver is a dance-club-style party bus, complete with faux leather benches and flashing lights.

“Thanks to everyone for hanging in there,” Santa says. “We’ve been awake for almost 24 hours.”

He pauses and the silence draws out until a Justin Bieber song floods the bus and everyone bursts out laughing.

WestJet’s Blue Santa sat in a party bus limo after he made the final mini miracle WestJet Christmas stop at the Ronald House British Columbia in Vancouver on Dec. 9, 2015.Colleen De Neve /
Calgary Herald

Arriving at Ronald McDonald House, the residents are dressed in pyjamas. Santa is late, but he is enveloped by children.

Addison Kivilahti, 4, hams it up, stealing Santa’s hat and showing off the decoration on the trapdoor back of her one-piece pyjamas.

Her mom, Ashley Irish, says all the kids have been excited, but Addison can’t seem to contain her enthusiasm.

The little girl is in week six of 19 weeks of chemotherapy for a tumour that led to removal of a kidney. She and her mom are away from the rest of the family in Kitimat, B.C. Santa’s visit has been a bright spot for the pair.

Cancer patient Addison Kivilahti, 4, took a closer look at the present she was brought by WestJet’s Blue Santa as made his final mini miracle WestJet Christmas stop at the Ronald House British Columbia in Vancouver on Dec. 9, 2015.Â Colleen De Neve /
Calgary Herald

With a wave, Santa walks out of the house and into the dark once again.

All told, the mini miracles campaign would far surpass the goal of 12,000.

On the bus ride to the hotel where Santa will finally be able to take off his blue suit, there are cheers when the final count is revealed: 31,793 in 24 hours.

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